United States Tennis Association - Social Media Presentation to Community Tennis Development Workshop


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This was a presentation by Kevin Beatty for the United States Tennis Association at the Community Tennis Development Workshop.

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United States Tennis Association - Social Media Presentation to Community Tennis Development Workshop

  1. 1. Advance Your Social Media Savvy<br />@kevinbeatty<br />
  2. 2. Agenda<br /><ul><li> The Revolution
  3. 3. Why Savvy?
  4. 4. Building the Foundation
  5. 5. Search it, Like it, Check it, Rate it, Deal it
  6. 6. The List
  7. 7. Q & A</li></li></ul><li>The Social Media Revolution<br />
  8. 8. Tennis Player Metrics<br />77% have a HHI of $100k or more<br />98% bought a product or service online in the last 6 months<br />89% have a high online shopping affinity<br />91% are comfortable with new technology<br />91% are the first out of their friends to buy new gadgets<br />(Source: Comscore Plan Metrix: Active.com Sites 18 yrs.+ AND play tennis)<br />
  9. 9. It’s changing the way society does EVERYTHING…<br />but how savvy are you? <br />
  10. 10. Why be savvy? <br />Fundraise more<br />Active listening<br />Viral marketing<br />Reward advocacy<br />Drive participation <br />Real-time support<br />Quadruple your reach <br />User Generated Content<br />Promote new programs<br />Build and monitor your brand<br />Build a close knit community<br />Communicate more effectively<br />Increase repeat business, members<br />Attract new members, players, volunteers<br />Increase awareness and buzz for your programs<br />
  11. 11. “Don’t add technology to the way you do things…change the way you do things when you see what the technology can do.”<br />Marcus Romer<br />Artistic Director – Pilot Theatre Company<br />
  12. 12. Building a Foundation<br />Develop a SM strategy<br />Discuss openly how it can help your specific organization. <br />Are your SM efforts linked directly to your existing marketing plan? <br />Determine resources needed <br />Dedicated employee?<br />Marketing person?<br />College intern or volunteer?<br />Responsibilities: <br />5 hours a week minimum<br />Track results with analytics<br />Evaluate what’s working, what’s not<br />
  13. 13. The Facebook Four<br />Fan Page<br />Contests<br />Places<br />Advertising<br />
  14. 14. Developing Your Presence<br /><ul><li>Brand pages to match your organization/event look & feel
  15. 15. Add features – make it interactive and fun
  16. 16. Make it easy for users to find relevant information
  17. 17. List all upcoming events
  18. 18. Promote your Fan Page EVERYWHERE!!!!</li></ul>http://www.facebook.com/pages/create.php<br />
  19. 19. Promotion!<br /><ul><li>Tournaments
  20. 20. Events
  21. 21. Activities
  22. 22. Summer camps
  23. 23. Pro Shop Sales
  24. 24. Volunteer Opps
  25. 25. News worthy items
  26. 26. Relevant Articles
  27. 27. Leagues
  28. 28. Mixers
  29. 29. Tournament Pictures
  30. 30. Staff promotions
  31. 31. Tennis Quotes/Tips/Pointers
  32. 32. Question of the Day</li></ul>Raw # of times this story has been seen on your Wall and in the News Feed of your Fans<br />
  33. 33. Contests for fan pages<br /><ul><li>50% of online users like to enter a sweepstakes or contest at least once a month – Forrester Research
  34. 34. Businesses that offer contests have 2x the amount of social network fans as those that do not offer contests. </li></ul> Contest Examples:<br />http://apps.facebook.com/promotionshq/<br />http://www.facebook.com/wildfireinteractive<br />
  35. 35. Contest Ideas<br />Funniest Photo<br />Win Free Lessons<br />Tournament Entry Giveaway<br />Product Giveaway<br />Sweepstakes<br />Why you love tennis contest<br />
  36. 36. Create Successful Ads<br />Identify your goals<br />Know your audience<br />Create your ad and set your budget<br />Check Facebook’s advertising ad approval process<br />http://www.facebook.com/adsmarketing/<br />
  37. 37. Ratings & Review Sites<br />http://www.yelp.com/business/<br />http://www.google.com/places/<br />
  38. 38. Fastest Growing Company EVER<br />“________ surpassed Facebook, Google, EBay, Amazon, Yahoo, and AOL as the fastest growing company in Web history”<br />Forbes Magazine 8.12.2010<br />Located in 160+ US cities<br />40+ Million Total Subscribers<br />Turned Google DOWN for a $6 Billion Dollar Buy-out<br />Company now evaluated at $15 Billion Dollars<br />Any guesses?<br />
  39. 39.
  40. 40. Daily Deals Explained<br />How it works: <br /><ul><li>Each day, thousands of people receive an email featuring a local a business
  41. 41. Subscribers get 24 hours to purchase the promotional voucher
  42. 42. Customer will then bring in and redeem voucher…like a gift certificate
  43. 43. No upfront cost for business
  44. 44. Business receive a % rev share on each purchase</li></li></ul><li>Why Deals Work?<br /><ul><li>Puts your tennis organization/facility in the spotlight
  45. 45. Pay for Performance – vs. upfront advertising spend
  46. 46. It nudges consumers to try new things (City Guide)
  47. 47. Generates traffic and massive exposure
  48. 48. A one-day offering creates urgency
  49. 49. Exponential viral marketing effect
  50. 50. Build loyal customers, members
  51. 51. Guarantees new customers
  52. 52. Builds your web presence
  53. 53. Measureable marketing
  54. 54. Share’s your story</li></li></ul><li>How do you find daily deal programs in your area?<br />Deal Aggregators<br />http://www.grouponworks.com/<br />http://livingsocial.com/getfeatured<br />
  55. 55. Developing a Social Media Strategy<br /><ul><li> Without a solid strategy and plan of attack, you are wasting time and opportunity.
  56. 56. Use Social Media Checklist to develop your program</li></li></ul><li>Connect with me<br />Website:<br />www.kevintbeatty.com<br />Email:<br />kevintbeatty@gmail.com <br />Facebook:<br />facebook.com/kevinbeatty<br />Linked In:<br />linkedin.com/in/kevintbeatty<br />Google Profile:<br />Profiles/kevintbeatty<br />Twitter:<br />@kevinbeatty <br />Don’t forget to rate this session. <br />Text to: 32075<br />Msg: 1000 <space> 118 <space> XX<br />